16 POWERFUL STATS ON THE VALUE OF TRADE SHOWS

TSNN decided to start off 2014 with one of the most popular blog posts from last year. Enjoy! We love Mike's work!

Looking for statistical justification that trade shows are a great marketing medium?  Or numerical inspiration to guide your trade show program?  You’ve come to the right place.

At EXHIBITOR 2013 this year, Skyline hosted a game show called “Staggering Trade Show Stats” in our trade show booth. These stats were shared with show attendees to help them justify and maximize their trade show marketing. You can use these 16 stats to help guide your program, too:
B2B exhibitions were 39.2% of B2B marketing budgetsin 2011, the largest amount of any other marketing channel.  That number has held fairly steady over the past several years, demonstrating the resilience of trade shows.   Source:  CEIR: The Spend Decision: Analyzing How Exhibits Fit Into The Overall Marketing Budget

81% of trade show attendees have buying authority.  Which means more than 4 out of 5 people walking the aisles are potential customers for exhibitors.  Source:  CEIR: The Spend Decision: Analyzing How Exhibits Fit Into The Overall Marketing Budget

78% of trade show attendees travel more than 400 milesto attend an exhibition, which means you are getting a national audience at many trade shows.  Source:  CEIR report ACRR 1153.12

99% of marketers said they found unique value from trade shows they did not get from other marketing mediums.   Their 3 most valued aspects of trade shows were:  60% of exhibitors said they value the ability to see lots of prospects and customers at the same time; 51% of exhibitors said they value face-to-face meetings with prospects and customers, and 47% said they value the ability to meet with a variety of players face to face, such as customers, suppliers, resellers, etc.   Source:  CEIR: The Changing Environment of Exhibitions

The top 3 goals for exhibitors at trade shows are brand awareness, lead generation, and relationship building.  Source:  Skyline Exhibits market research

The average attendee spends 8.3 hours viewing trade show exhibits at a show or exhibition.  That gives you plenty of opportunity to connect with your target audience.  Source: Exhibit Surveys, Inc.

About 50% of the largest 200 shows in the USA take place in just 3 cities: Las Vegas, Chicago, and Orlando.  Source: TSNN.com, The Trade Show News Network

Average drayage rates have increased 488% from 1982 to 2010.  Average drayage rates have gone from $12.68 per hundredweight in 1982 to $74.54 in 2010 – a 488% increase.  Meanwhile, the % of Exhibit Design on the average budget has gone from 21% of the overall budget in 1982 to only 10% in 2010.  The savings on drayage, (and shipping, storage, I&D, and refurbishing) from modular exhibit systems (that weight 60% less than traditional custom exhibits) and portable displays have helped keep trade shows affordable for many exhibitors.   Source:  CEIR / E2MA

83% of exhibitors agreed that...

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